Global fashion business Shein has called its latest showroom activation at electronic music festival Ultra Australia last weekend “overwhelmingly positive”.
The latest activation follows a host of other physical experiences by Shein in the Australian market, including its first-ever pop-up in Brisbane earlier this year, and another in Melbourne last year.
“We saw an impressive turnout, with customers eagerly interacting with fashion pieces from our ‘SHEIN X’ collections, alongside products from our collaboration with Alice McCall, and many other talented designers,” a Shein spokesperson confirmed with Ragtrader.
“Our SHEGLAM station was also a big hit. We had customers waiting to get a unique SHEGLAM makeover from our beauty stylists.
“Our goal is to empower our customers with a makeup look that not only boosts their confidence, but also unleashes their individuality.”
As part of the partnership with Ultra Australia, Shein launched fashion experiences at both its Ultra Beach Gold Coast event on April 12 and its flagship Ultra Australia event on April 13 in Melbourne’s Flemington Racecourse.
Both events were sold out weeks before the event began, with past event imagery indicating patronage to be at least 20,000 people each. Both events are restricted to those over the age of 18.
As lifestyle partner, Shein established a showroom experience in Melbourne where it sold its ranges to festival-goers via a QR code, as well as host a make-over station, alongside photo booth moments for ticket holders.
Shein featured an array of hero products from previous collections including the brand’s recent collaboration with Australian fashion designer Alice McCall, as well as other designers including Tarsha Whitmore, Jessie Renne Wynter, Jadee Vice, and Lilymaymac.
It is the second year in a row Shein collaborated with Ultra Australia.
“At Shein, we hope to deliver something new at every pop-up. We are committed to keeping our customers continuously engaged with the latest on-trend fashion pieces and offerings.
“We hope to collaborate with more local designers in the future and launch an exciting line-up of collections that resonate with our customers.”